CHAPTER I- INTRODUCTION:

MARKETING-MIX
The marketing mix is a business tool used in marketing and by marketers. The marketing mix is often
crucial when determining a product or brand's offer, and is often associated with the four P's: price,
product, promotion, and place. In service marketing, however, the four Ps are expanded to the seven P's
or eight P's to address the different nature of services.
PRODUCT:
A product is seen as an item that satisfies what a consumer demands. It is a tangible good or an
intangible service. Tangible products are those that have an independent physical existence. Typical
examples of mass-produced, tangible objects are the motor car and the disposable razor. A less obvious
but ubiquitous mass-produced service is a computer operating system.

Every product is subject to a life-cycle including a growth phase followed by a maturity phase and
finally an eventual period of decline as sales falls. Marketers must do careful research on how long the
life cycle of the product they are marketing is likely to be and focus their attention on different
challenges that arise as the product move.

The marketer must also consider the product mix. Marketers can expand the current product mix by
increasing a certain product line's depth or by increasing the number of product lines. Marketers should
consider how to position the product, how to exploit the brand, how to exploit the company's resources
and how to configure the product mix so that each product complements the other. The marketer must
also consider product development strategies.





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PRICE:
The amount a customer pays for the product. The price is very important as it determines the company's
profit and hence, survival. Adjusting the price has a profound impact on the marketing strategy, and
depending on the price elasticity of the product, often it will affect the demand and sales as well. The
marketer should set a price that complements the other elements of the marketing mix.
When setting a price, the marketer must be aware of the customer perceived value for the product. Three
basic pricing strategies are: market skimming pricing, market penetration pricing and neutral pricing.
The 'reference value' and the 'differential value' must be taken into account.
PROMOTION:
All of the methods of communication that a marketer may use to provide information to different parties
about the product. Promotion comprises elements such as: advertising, public relations, sales
organization and sales promotion.
Advertising covers any communication that is paid for, from cinema commercials, radio and Internet
advertisements through print media and billboards. Public relations is where the communication is not
directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or
trade fairs and events. Word-of-mouth is any apparently informal communication about the product by
ordinary individuals, satisfied customers or people specifically engaged to create word of mouth
momentum. Sales staff often plays an important role in word of mouth and public relations
PLACE:
Refers to providing the product at a place, which is convenient for consumers to access. Various
strategies such as intensive distribution, selective distribution, exclusive distribution and franchising can
be used by the marketer to complement the other aspects of the marketing mix.

The "seven Ps" is a marketing model that adds to the aforementioned four Ps, including "physical
evidence", "people", and "process": It is used when the relevant product is a service, not merely a
physical good.



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MEANING OF CSR: -
Corporate social responsibility is a form of corporate self-regulation integrated into a business model.
CSR policy functions as a built-in, self-regulating mechanism whereby a business monitors and ensures
its active compliance with the spirit of the law, ethical standards, and international norms.
In some models, a firm's implementation of CSR goes beyond compliance and engages in "actions that
appear to further some social good, beyond the interests of the firm and that which is required by
law."
[2][3]
CSR is a process with the aim to embrace responsibility for the company's actions and
encourage a positive impact through its activities on the environment, consumers, employees,
communities, stakeholders and all other members of the public sphere who may also be considered as
stakeholders.
The term "corporate social responsibility" became popular in the 1960s and has remained a term used
indiscriminately by many to cover legal and moral responsibility more narrowly construed.
[4]

Proponents argue that corporations make more long-term profits by operating with a perspective, while
critics argue that CSR distracts from the economic role of businesses. McWilliams and Siegel's article
(2000) published in Strategic Management Journal, cited by over 1000 academics, compared
existing econometric studies of the relationship between social and financial performance. They
concluded that the contradictory results of previous studies reporting positive, negative, and neutral
financial impact were due to flawed empirical analysis. McWilliams and Siegel demonstrated that when
the model is properly specified; that is, when you control for investment in Research and Development,
an important determinant of financial performance, CSR has a neutral impact on financial outcomes.

In his widely cited book entitled Misguided Virtue: False Notions of Corporate Social
Responsibility (2001) David Henderson argued forcefully against the way in which CSR broke from
traditional corporate value-setting. He questioned the "lofty" and sometimes "unrealistic expectations"
in CSR.
Some argue that CSR is merely window-dressing, or an attempt to pre-empt the role of governments as a
watchdog over powerful multinational corporations. Political sociologists became interested in CSR in
the context of theories of globalization, neo-liberalism, and late capitalism. Adopting a critical approach,
sociologists emphasize CSR as a form of capitalist legitimacy and in particular point out that what has


4
begun as a social movement against uninhibited corporate power has been co-opted by and transformed
by corporations into a 'business model' and a 'risk management' device, often with questionable results
CSR is titled to aid an organization's mission as well as a guide to what the company stands for and will
uphold to its consumers. Development business ethics is one of the forms of applied ethics that
examines ethical principles and moral or ethical problems that can arise in a business environment. ISO
26000 is the recognized international standard for CSR. Public sector organizations (the United Nations
for example) adhere to the triple bottom line (TBL). It is widely accepted that CSR adheres to similar
principles but with no formal act of legislation.
The notion is now extended beyond purely commercial corporations, e.g. to universities.





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IMPORTANCE OF CSR: -
ISO 26000 is the recognized international standard body for CSR. The ISO 26000 standards benefit
CSR because they provide clarity on an organizations concepts, terms and definitions related to social
responsibility. ISO 26000 intends to assist organizations in contributing to sustainable development. The
standards provide insight into trends and characteristics of social responsibility. ISO 26000 therefore
aims to integrate, implement and promote socially responsible behavior throughout the organization and
in its engagement with its stakeholders.
It is important for businesses not only to provide products and services to satisfy the customer, but also
to ensure that the business is not harmful to the environment in which it operates. In order for an
organization to be successful, the business must be built on ethical practices. Companies are
increasingly pressurized to behave ethically. This pressure comes from customers, consumers,
governments, associations and the public at large. ISO 26000 was created with this in mind, to provide
guidance on the international standards on CSR. It is intended for organizations in both public and
private sectors, in developed and developing countries.
These standards motivate businesses to go beyond legal compliance, recognizing that compliance with
the law is a fundamental duty of any organization and an essential part of their social responsibility.
Being trustworthy and transparent, however, increases consumers preference for a company and its
product or service.
The King Report on Corporate Governance (South Africa 2009 King III) promotes good social and
environmental practices as part of good corporate governance. It is closely aligned with the standards for
international corporate governance. The JSE (Johannesburg Stock Exchange) Securities Exchange
prescribes compliance with King III for listed companies.
CSR focuses on achieving economic success through responsible corporate governance in a companys
core area of business. CSR pushes organizations to do better because their actions affect customers,
suppliers, employees, shareholders and the community at large. Partnerships with the communities,


6
particularly those that have been disadvantaged, can help companies build productive relationships and
stimulate economic growth in disadvantaged areas.
Around the world, companies are motivated to make their business decisions more sustainable by
applying the principles of CSR within their organizations. Examples include the protection of human
rights, drawing up and implementing employment and environmental standards, and minimizing
corruption.
Choosing the Right CSI Strategy:-
Corporate Social Investment is a strategically focused investment in bringing about meaningful
transformation that is in line with core business objectives.
There are four CSI strategies, organizations usually fit in one of the following. These include:
Obstructive strategy these are companies that meet economic demands;
Defensive strategy these are companies that meet economic and legal responsibilities;
Accommodative strategy these are companies that meet economic, legal and ethical
responsibilities; and
Proactive strategy these are companies that meet economic, legal, ethical and discretionary
responsibilities.
It must be the goal of every organization to use a proactive strategy where they do what is right, meet
legal obligations and contribute to the community, while still making a profit. A well-known example of
this strategy is the Tylenol case in 1982. Johnson & Johnson spent over $100 million dollars recalling
Tylenol, its best-selling product, after someone tampered with bottles of the painkiller. The result was a
rise in consumer confidence despite the contamination scare.
Companies that operate with business ethics have a competitive advantage because consumers are more
willing to trust ethical brands and remain loyal to those products, even during difficult periods.
However, not all businesses operate in the same way.


7
Ethical companies that relocate their manufacturing facilities to developing countries must not tolerate
certain practices that are acceptable in some of those countries, such as child labour, poor health and
safety, poverty-level wages and coerced employment.
It is important for companies to understand the importance of operating ethically and to measure their
success by more than just profitability. Corporate Social Responsibility is more than just philanthropic
activity. There must be measurable and sustainable action with each programme that is implemented.
In conclusion, by becoming a good corporate citizen, an organization can improve its competitive edge
in respect of attracting and retaining investors, clients and employees. If carefully aligned to the core
business strategy (as well as to company and industry charters from BroadBased Black Economic
Empowerment, Social Responsibility Index and Global Reporting Index), organizational CSR and CSI
strategies can maximize opportunities for South African and international corporates. This will enable
them to go beyond compliance and a tick-box exercise, to good corporate citizenship and
sustainability.



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PRINCIPLES OF CSR: -
Social Responsibility Principles: The Corporate Social Responsibility is based on the following
principles:
Legal Compliance Principle: The enterprise shall comply with and understand all applicable, local,
international, written, declared, and effected laws and regulations, in accordance with fixed, specific
procedures.
Adherence to Customary International Laws Principle: The enterprise shall adhere to international and
governmental agreements, executive regulations, declarations, covenants, decisions, and guidelines,
when setting its policies and practices pertinent to Social Responsibility.
Respecting Related Stakeholders lefts Principle: The enterprise shall acknowledge and accept the
diversity of related stakeholders lefts and interests, and the diversity of the major and minor enterprises'
activities and products, among other elements, which may affect such related stakeholders.
Transparency Principle: the enterprise shall clearly, accurately, and comprehensively declare its policy,
decisions, and activities, including known and potential effects on environment and society. Moreover,
such information shall be available to affected persons, or those who are likely to be affected materially
by the enterprise.
Respect for Human lefts Principle: the enterprise shall execute policies and practices, which shall result
in respecting existent human lefts in the Universal Declaration of Human lefts.



9
CHAPTER II- ANALYSIS
INTRODUCTION AND HISTORY OF PROCTER & GAMBLE:
William Procter, a candle maker, and James Gamble, a soap maker, immigrants from England
and Ireland respectively who had settled earlier in Cincinnati, who met as they both married
sisters, Olivia and Elizabeth Norris, formed the company initially.
Alexander Norris, their father-in law called a meeting in which he convinced his new sons-in-
law to become business partners. On October 31, 1837, as a result of the suggestion, Procter &
Gamble was born.
In 1859, sales reached one million dollars. By this point, approximately eighty employees
worked for Procter & Gamble.
During the American Civil War, the company won contracts to supply the Union Army with
soap and candles. In addition to the increased profits experienced during the war, the military
contracts introduced soldiers from all over the country to Procter & Gamble's products.
In the 1880s, Procter & Gamble began to market a new product, an inexpensive soap that floats
in water. The company called the soap Ivory. William Arnett Procter, William Procter's
grandson, began a profit-sharing program for the company's workforce in 1887.
By giving the workers a stake in the company, he assumed correctly that they would be less
likely to go on strike.
The company began to build factories in other locations in the United States, because the
demand for products had outgrown the capacity of the Cincinnati facilities .The company's
leaders began to diversify its products as well and, in 1911, began producing Crisco, a shortening
made of vegetable oils rather than animal fats.
As radio became more popular in the 1920s and 1930s, the company sponsored a number of
radio programs .As a result, these shows often became commonly known as "soap operas.


10
The company moved into other countries, both in terms of manufacturing and product sales,
becoming an international corporation with its 1930 acquisition of the Newcastle upon Tyne-
based Thomas Hedley Co.
Procter & Gamble maintained a strong link to the North East of England after this acquisition.
Numerous new products and brand names were introduced over time, and Procter & Gamble
began branching out into new areas.
The company introduced "Tide" laundry detergent in 1946 and "Prell" shampoo in 1950. In
1955, Procter & Gamble began selling the first toothpaste to contain fluoride, known as "Crest".
In 1994, the company made headlines for big losses resulting from leveraged positions in interest
rate derivatives, and subsequently sued Bankers Trust for fraud; this placed their management in
the unusual position of testifying in court that they had entered into transactions they were not
capable of understanding.
In 1996, Procter & Gamble again made headlines when the Food and Drug Administration
approved a new product developed by the company, Olestra. Also known by its brand name
Olean, Olestra is a substitute for fat in cooking potato chips and other snacks that during its
development stages is known to have caused anal leakage and gastro-intestinal difficulties in
humans.
In January 2005 P&G announced an acquisition of Gillette, forming the largest consumer goods
company and placing Unilever into second place. This added brands such as Gillette razors,
Duracell, Braun, and Oral-B to their stable.
The acquisition was approved by the European Union and the Federal Trade Commission, with
conditions to a spinoff of certain overlapping brands.
P&G has agreed to sell its Spin Brush battery-operated electric toothbrush business to Church &
Dwight. It also divested Gillette's oral-care toothpaste line, Rembrandt.
The deodorant brands Right Guard, Soft & Dry, and Dry Idea were sold to Dial Corporation.

The
companies officially merged October 1, 2005. In 2008, P&G branched into the record business
with its sponsorship of Tag Records, as an endorsement for TAG Body Spray.


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MARKET SEGMENTATION
Market segmentation is a marketing strategy that involves dividing a broad target market into subsets
of consumers who have common needs, and then designing and implementing strategies to target their
needs and desires using media channels and other touch-points that best allow to reach them.
Market segments allow companies to create product differentiation strategies to target them.
Each brand must be positioned for its target segment and a single Procter and Gamble brand cannot have
one positioning for all of P&Gs segments
As of July 1, 2011, the company structure is categorized into two "Global Business Units" with each one
further divided into "Business Segments" according to the company's 2011 Annual Report. Dimitri
Panayotopoulos is Vice Chairman of Global Business Units
Beauty segment
Grooming segment
Health Care segment
Snacks & Pet Care segment
Fabric Care & Home Care segment
Baby Care & Family Home Care segment
Companies that make multiple products in multiple product categories are delivering quite different sets
of benefits to quite different target segments. As a result, they cannot create and support a single brand
that can hold multiple positions in the minds of different targets. P&Gs main competitors such as
Unilever, Colgate-Palmolive and Johnson & Johnson follow a similar multi-brand strategy.



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P&G INDIA BRANDS

Learn more about our brands:
Ambi Pure
Ariel
Duracell
Gillette
Head & Shoulders
Olay
Oral-B
Pampers
Pantene
Tide
Vicks
Walla
Whisper





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Ambi Pure

Though we strive hard to keep our homes and our cars clean and tidy, the results are rarely satisfactory.
Odours that linger in our homes just before guests arrive, or a persistent stench that never leaves the car,
not only adversely affect our mood, but also that of our guests. With this in mind, P&G experts have
bottled the fragrance of freshness with the new Ambi Pure range for both homes and cars. Please
visit http://www.rewardme.in/products/product-detail.php?id=ambipur for more information
Ariel

Introduced in 1991, Ariel was the first to bring the 'compact detergent' technology, the enzyme
technology for safe and superior stain-removing power and the 'smart eyes' technology into India, with
an aim of becoming India's best stain removal detergent. Ariel contains safe ingredients for all fabrics
under recommended usage conditions for laundry. The Ariel product range in India includes different
variants to meet your specific needs like Ariel OxyBlu, Ariel Oxyblu Ultramatic, Ariel Front O Mat,
Ariel 2in1.
Duracell



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Duracell batteries have a history of providing dependable power when and where you need it the most.
Our range of Batteries gives you the right power for all your device needs, providing up to 10x
performance. The product range in India includes Duracell and Duracell Ultra. Duracell is available in
sizes AAA, AA, C, D, and 9-volt while Duracell Ultra is available in sizes AA and AAA sizes.
Gillette

Gillette has been at the heart of mens grooming for over 100 years. Each day, more than 600 million
men around the world trust their faces and skin to Gillettes innovative razors and shaving products
designed for the unique needs of men helping them to look, feel and be their best every day. The razor
range in India includes Gillette Vector, Gillette Mach3, Gillette Mach3 Turbo, Gillette Guard and
Gillette Mach3 Turbo Sensitive and Gillette Fusion. The Shave Care range includes Gillette Fusion
HydraGel, Gillette Series Sensitive Skin Foam, Gillette Series After Shave & Gillette Classic Shave
Foam Sensitive Skin.
The Gillette Skincare regimen is a no-fuss and efficient solution in caring for the health and appearance
of mens skin and includes a special range of designed-for-men Gillette Skincare Foaming Wash,
Gillette Skincare Scrub, Gillette Skincare Facial Moisturizer with Aloe Vera, Gillette Skincare Facial
Moisturizer with SPF and Gillette Skincare Lotion 100ml.
Head & Shoulders

Since 1950, Head & Shoulders has been at the forefront of scalp and hair science, significantly


15
advancing the treatment of dandruff and scalp problems. Along with professional advice and expert
insight we have a wide range of products to care for your scalp and nurture your hair. Head &
Shoulders is available in 8 variants in India including Men Hair Retain, Complete Care for Dry Scalp,
Anti Hair fall, Smooth & Silky, Cool Menthol, Clean & Balanced, Thick & Long & Silky Black.
Olay

Olay is a product truly born in love created by Graham Wulff for his wife Dinah in 1950s to address her
frustration with the then thick and waxy beauty creams. Today, Olay is one of the most recognizable
brands in the world. Yet through all the changes and innovations, the philosophy upheld by Graham
Wulff remains just as relevant as ever: Help women look and feel beautiful and Challenge whats
possible with their skin. The Olay portfolio in India covers Base Moisturizer, Anti Ageing and Olay
Whitening. The Anti Aging range includes Olay Regenerist, Olay Total Effects, and Olay Age Protect.
The Olay Whitening range includes Olay White Radiance and Olay Natural White. The Base
Moisturizer includes Olay Moisturizing Lotions and Creams.
Oral-B

Oral-B continuously strives to work closely with the dental professionals and deliver high quality
products, which make us leaders* in the $ 4.5 billion toothbrush category, marketing toothbrushes for
children & adults, as well as inter-dental products such as Dental Floss. In India, Oral-B has an
innovative range of toothbrushes including CrossAction Pro-health 7 Benefits, CrossAction Pro-health
Superior Clean and Advantage Sensitive toothbrush. Oral-BS floss range includes Ultra Floss &
Essential Floss.


16
*Based on global value market share for June-July 2006-07, global Nielson Audit
Pampers

As a result of constant research and innovation in understanding the needs of babies at various stages of
development, Pampers Active Baby has been voted as the best diaper by Indian moms with the
guarantee of superior dryness for an uninterrupted sleep of 12 hours. Pampers has an answer for all your
needs with its innovative product range that includes Pampers, Pampers Active Baby, Pampers Active
Baby Pants, all designed especially for providing a night of Golden Sleep for the baby.
Pantene

The New Pantene Amino Pro-V Complex range of shampoo & conditioner comes in three variants
suited for individual needs - Pantene Nourished Shine, Pantene Hair Fall Control & Pantene Smooth &
Silky. Enriched with the goodness of pro-vitamins and three essential aminos, Pantene restores your hair
with its lost beauty while making your hair ten times stronger.
Tide

Tide is the Worlds Oldest & Most Trusted Detergent brand and is the Market Leader in 23 Countries
around the world. Launched in India in mid-2000, Tide provides Outstanding Whiteness on white
clothes & excellent cleaning on coloured clothes as well. Tides Fabric Whitening Agents clean clothes


17
without bleaching or removing colour from a garment. The Tide range in India includes Tide
(Detergent) and Tide (Bar with Whiteons). Tide Naturals was launched in India in December 2009.
Packed with the benefits of lemon and chandan, it provides great cleaning while keeping the hands soft.
Vicks

Vicks has long been invested in the science and research of respiratory health and through that
dedication has developed a wide range of therapeutic products that offer effective relief for all the major
signs and symptoms of the common cold, flu and sinus pain and pressure. The Vicks product range in
India includes Vicks Cough drops, Vicks Vaporub, Vicks Inhaler, Vicks Vapocool, and Vicks Action
500 Extra.
Whisper

Whisper understands that we're each very different, and offers a wide range of sanitary napkins to suit
every girl or woman's needs. With the right menstrual pad, you could take the first step to having a
Happy Period. Whisper has a wide range of products in India, which includes Whisper Ultra Regular
Wings, Whisper Ultra XL Wings, Whisper Ultra Heavy Flow Overnights Wings, Whisper Maxi
Regular, Whisper Maxi XL Wings, Whisper Choice Regular, Whisper Choice Wings and Whisper
Choice Ultra Wings.



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MARKETING MIX: -
The marketing mix is a business tool used in marketing and by marketing professionals. The marketing
mix is often crucial when determining a product or brand's offering, and is often synonymous with
the four Ps: price, product, promotion, and place; in service marketing, however, the four Ps have been
expanded to the Seven Ps or eight Ps to address the different nature of services.
In recent times, the concept of four Cs has been introduced as a more customer-driven replacement
of four Ps. And there are two four Cs theories today. One is Lauterborn's four Cs
(consumer, cost, communication, convenience)another is Shimizu's four Cs .

Product Strategy
Product classification service consumer good
Product differentiation- form, features, performance, reliability
Superior technology
CSR initiatives
Attractive packaging
Catchy taglines
Established as a brand itself
Pricing Strategy
Optional feature pricing
Product- line pricing
Cost- plus pricing
Competitive pricing
Distribution pricing
Place Strategy
In store placement strategy
Already existing strong links in urban area


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Rural penetration
Develop marketing channels as strong and penetrated so that it would gain access to remote
areas
Strategic location of warehouse
Increase wholesale dealers in small towns so that they can go to the nearby villages
National coverage would be dealt with by increasing the companys warehouses and creating
C&F agents in the smaller cities
Promotion Strategy
Media
Radio
Hoardings
Consumer promotion
Fragrance oriented and eco friendly
Newspaper
Various promotional offers
P & G is spending 30-35 % of its sales in Advertisement and Promotion, which is highest in the
industry; HUL expends only 15% of sales on Advertisement and Promotion.
Price
Costs of the products are subject to fluctuations, particularly due to changes in commodity prices, raw
materials and cost of labor, foreign exchange and interest rates. Therefore, success rate of the company
is dependent, in part, on its continued ability to manage these fluctuations through pricing actions, cost
savings projects, sourcing decisions and certain hedging transactions. It must also manage their debt and
currency exposure, especially in certain countries, such as Venezuela, China and India. They need to
maintain key manufacturing and supply arrangements, including sole supplier and sole manufacturing
plant arrangements. They must implement, achieve and sustain cost improvement plans, including our
outsourcing projects and those related to general overhead and workforce optimization. Successfully
managing these changes, including identifying, developing and retaining key employees, are critical to
their success.


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Positioning:
The place the product occupies in consumers minds relative to competing products. Typically defined
by consumers on the basis of important attributes. Involves implanting the brands unique benefits and
differentiation in the customers mind. Positioning maps that plot perceptions of brands are commonly
used.
Differentiation can be based on
Products
Services
Channels
People
Image

Positioning and Branding Strategy
Developing the Strategy through use of the Creative Work Plan
1 Key Fact: A single piece of known information relating to the brand, which is agreed to be the leading
factor influencing or describing the brand performance. It may be information about the brand itself, the
competition, the customer; innovation etc. but it must be a single fact.
2 Problem the advertising must solve:
This is a consumer problem. It describes the awareness, perception or behavior of the prospective user
which has resulted in the Key Fact and which we wish to change.
3 Advertising Objectives:
Usually, simply the counterpart to the problem, although there are a great many distinct options. E.g.
"Persuade consumers to try my brand" Or "use more of my brand." Or "use my brand in a different
way." Persuade them that my brand is a viable alternative to brand x".
4.Strategy:


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a) Prospect Definition-Both demographics and psychographics.
b) Principal Competition.-Not just a list of competitors but a description of the segment
from which we wish to obtain business
b) Promise-The single most persuasive agreement one can advance for the brand framed
with the customer and the competition in mind.
c) Reason Why-The strongest piece of support for the promise. Occasionally there may be
more than one piece of support but never a list
d) Tone/Character-The tone that messages should convey to provide personality to the
message and bring it alive. This is not executional. As you can see, the format is very
simple. However, like everything at Procter & Gamble, the use of the simple tool is
handled by experts in the field. That is what makes the tool so effective.

Channels of distribution
The path through which goods and services travel from the vendor to the consumer or payments for
those products travel from the consumer to the vendor. A distribution channel can be as short as a
direct transaction from the vendor to the consumer, or may include several
interconnected intermediaries along the way such as wholesalers, distributors, agents and retailers. Each
intermediary receives the item at one pricing point and movies it to the next higher pricing point until it
reaches the final buyer. Coffee does not reach the consumer before first going through a
channel involving the farmer, exporter, importer, distributor and the retailer. Also called the channel of
distribution.




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Promotional Strategy
Thank You, Mom Campaign
P&G's corporate campaign kicked off in April with its first ``Thank You, Mom'' TV spot.
It also has a dedicated ``Thank, You Mom'' Facebook page and app that allows people to send
``Thank you'' messages to their mothers.
P&G is sponsoring more than 150 global athletes.
P&G is sponsoring a few athletes like boxer Mary Kom and runner Kavita Raut, giving their
mothers a chance to see them perform and hopefully win at London this year.
P&G expects the campaign to drive $500 million in sales.







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SWOT ANALYSIS:-

Other threat controversies of the past
Price fixing
Toxic shock syndrome and tampons
Animal testing
Other product
Logo controversy
Former P&G logo


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COMPETITORS OF P&G IN INDIA: -

All the Micro and Macro Environment features have been covered in this project
Promotions and Integrated marketing Communications
Integrated Marketing Communication (IMC) is a term that emerged in the late 20th century
regarding application of consistent brand messaging across myriad marketing channels. The term has
varying definitions depending upon the source cited. These definitions continue to form an ongoing
discussion in marketing - and therefore are included here for review, as the differences in these
discussions can play a part in how IMC is viewed and utilized.
The first definition for integrated marketing communication came from the American Association of
Advertising Agencies (also 4A's) in 1989, defining IMC as "an approach to achieving the objectives of a
marketing campaign through a well-coordinated use of different promotional methods that are intended
to reinforce each other."


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CORPORATE SOCIAL RESPONSIBILTY INITIATIVE BY P&G: -
Shiksha (Education): Padhega I ndia. Badhega India.

(Sustainability Journey in India)
P&Gs flagship Corporate Social Responsibility Program Shiksha is an integral part of our global
philanthropy program - Live, Learn & Thrive. Now in its 8th year, Shiksha has till date helped 280,000
underprivileged children access their right to education. The program has built & supported over 140
schools across India, in partnership with NGOs like Round Table India (RTI), Save the Children (STC),
Army Wives Welfare Association (AWWA) and Navy Wives Welfare Association (NWWA), amongst
others.
Shiksha began with P&G Indias research, which revealed education as the one cause that consumers are
most concerned about and are looking for a simple way to contribute to. With this insight and founded
on P&Gs purpose, Shiksha was launched in 2005 to enable consumers to contribute towards the cause
of education of under-privileged children through simple brand choices.


26
Since its inception, Shiksha has made a cumulative donation of over Rs. 22 crores towards helping
children on the path to better education. This is a result of the support from our consumers who
participated in the Shiksha movement by buying P&G brands for one quarter of the year, thus enabling
P&G to contribute a part of the sales towards the cause.
SHIKSHAS NGO PARTNERS:
Shikshas vision is to help India get to 100% Shiksha someday, and it is working towards this vision in
partnership with NGOs like Save the Children India, Army Wives Welfare Association (AWWA), Navy
Wives Welfare Association (NWWA) and Round Table India (RTI), amongst others.
Each of Shikshas NGO partners focuses on a critical approach towards education, with NGO Round
Table India specializing in building educational infrastructure and supporting schools across India, NGO
Save the Children laying emphasis on the girl child via supporting the governments Kasturba Gandhi
Balika Vidhyalays, and the NGOs AWWA and NWWA serving the unique educational needs of
differently-abled children of naval and army officers families.


SHI KSHA SCHOOLS:
Shiksha aims to build the educational future of India Brick by Brick by addressing the need for
better educational infrastructure and building the tangible asset of schools. Shikshas interventions span
across health and hygiene facilities at schools such as clean drinking water and separate toilets for boys
and girls, advanced educational aids such as libraries and computer centres, as well as basic
infrastructure needs such as classrooms.



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P&Gs Shiksha is focused on empowering the girl child with quality education. In this picture, girl
students head towards their school - The Govt High School Lodi Majra, supported by the
neighbouring P&G plant in Baddi, Himachal Pradesh
SHI KSHA SUPPORTERS:
Shiksha has evolved into the national consumer movement that it is today, with the invaluable support of
our stakeholders amongst the media, influencers, employees and customer partners. Over the years, the
program has received generous support from many thought leaders & celebrities such as actors Anupam
Kher, Sushmita Sen, Saif Ali Khan, Sharmila Tagore, R Madhvan, Abhay Deol, Konkona Sen, Tabu and
Soha Ali Khan; social activist Dr. Kiran Bedi; artist Jatin Das and many more.



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Soha Ali Khan pledging support to 100% Shiksha


Artist Jatin Das creates a live artwork along with Shiksha students at the launch of Shiksha 2007


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Bollywood actors Abhay Deol and Neha Dhupia pledging their support to 100% Shiksha with students
of the Shiksha AWWA Asha School in New Delhi

Shiksha owes its success to the commitment of P&G employees and the support of our partners and
stakeholders. P&G employees volunteer their time and effort towards the program and are engaged with
the initiative at several platforms. For instance, in 2010, over 400 employees from across the P&G
family nationally traveled to the RTI Shiksha Sadhana School in Pune.






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DISASTER RELIEF:
India has braved several natural disasters in the recent past, such as the Tsunami in South India, floods
in Bihar or earthquakes in J&K and Gujarat. P&G has stepped forward in each of these calamities and
helped communities get back on their feet. Most recently we helped rebuild the Army School in Ladakh,
located in one of the most challenging Himalayan Terrains, which was wrecked by the Flash Floods in
2010.

Shiksha came to the aid of the Ladakh Scouts Childrens School, by supporting the education of children
orphaned by the tragedy and helping reinstate essential infrastructure.





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PARI VARTAN - THE WHISPER SCHOOL PROGRAM:
P&Gs Parivartan (Transformation) Program has been protecting millions of adolescent girls in India
from getting trapped in traditional practices of using unhygienic cloth for sanitary protection, by
providing timely menstrual education. The program has been improving the lives of over 2 Million girls
annually across 15,000 schools in India. The objective of the program is to help adolescent girls
embrace womanhood positively and enable them to adopt the right feminine hygiene practices to stay
healthy and stay in school. Parivartan ensures that adolescent girls do not miss school on account of
periods and initiates a series of cascading effects leading to a more equal gender status in the state.



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RECOMMENDATIONS & CONCLUSION:

P&G has received external recognition for its approach to sustainable development. For the second year
running P&G holds first place within the Dow Jones Sustainability Index non durable household
products group and reports its work annually under the Global Reporting Initiative (GRI) guidelines.
The GRI promotes international harmonisation in reporting of environmental, social and economic
performance statistics, in order to promote a more open environment for responsible decision making .
This case study illustrates how P&G has innovated to develop a range of products and services that are
helping to provide a better quality of life for everyone, as well as business opportunities for itself. It
demonstrates that it is perfectly possible for companies that take environmental protection, social
responsibility and economic development seriously not only to survive, but to flourish.

After obtaining the parameter estimates from the same-tier models and up-tiering models, we calculate
P&Gs own price and distribution elasticities, as well as its cross-price and distribution elasticities of the
same-tier competitor on P&G sales volume from the parameter estimates of the same-tier models. We
also calculate the cross-price and distribution elasticities of P&G brands on the lower-tier competitors
sales vole- ume from the parameter estimates of the up-tiering models.



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BIBLIOGRAPHY:
PGDAM (Post Graduate Diploma in Applied Management) Book - Semester 1 (Courseware 3)
www. pg. com
www. yahoo. com
Horstman, Barry M (2005). "John G. Hankus: He rebuilt P&G and city, too". The Cincinnati
Post.
Blattberg, R. C., K. J. Wisniewski. 1989. Price-induced patterns of competition. Marketing Sci.
8(4) 291309.